Political and Business Negotiations in Spain: Socio-cultural and Linguistic features.

Lityagina Elena Andreevna PhD in Philology Associate Professor, Faculty of World Politics, Department of International Communication, Federal State Budgetary Educational Institution of Higher Education "Lomonosov Moscow State University" 119991, Russia, Moscow, Leninskie Gory str., 1 p. 51, 5th floor git-opa@mail.ru Other publications by this author

Klimova Kseniya Mikhailovna Senior Lecturer, Faculty of World Politics, Department of International Communication, Federal State Budgetary Educational Institution of Higher Education "Lomonosov Moscow State University" 119991, Russia, Moscow, Leninskie Gory str., 1 p. 51, Floor 5 klimovakm@yandex.ru

In the modern world, which requires the skills of effective and rapid exchange of information, one of the forms of political and business intercultural communication is negotiation. They are characterized by stylistic and linguistic features that define and guide their course. It is national and mental differences that often lead to unsuccessful negotiations, on the effectiveness of which the success of political and economic cooperation depends.

The article is devoted to the analysis of the specifics and structure of negotiations and discourse in politics and business, some speech techniques and phrases, as well as important details of national and cultural specifics that need to be studied in order to avoid conflicts and misunderstandings.

The objectives of this work are to identify the ethno-cultural features of business communication in Spanish during negotiations, to analyze some lexical units and speech structures of the Spanish business language and to describe situations that can lead to conflicts in business communication.

 The material of the article was scientific culturological works of domestic and foreign authors, interviews of political figures and businessmen. The research methodology includes analytical, descriptive, interpretive, classified methods.

Political and business negotiations in Spain: socio-cultural and linguistic features.

Successful negotiations in the field of politics and business require pragmalinguistic and psychological skills, the use of certain speech strategies and tactics, with the use of knowledge about national and social factors. This topic is relevant at the present stage of society's development, which is illustrated by the works of L. K. Averchenko (2001), I. Ajanova (1996), V. I. Andreev (1995), T. V. Anisimova (2000), M. M. Bakhtin (1986), N. F. Vishnyakova (2002), M. V. Koltunova (1998/2000/2006), V. P. Ratnikova (2002), V. N. Lavrinenko (2005), A. Morito (2006), I. I. Aminova (2005), N. I. Leonova (2003), E. A. Lityagina (2019), R. I. Mokshantseva (2002/2004), N. P. Volskaya (2004), F. A. Kuzina (2003), M. Bohm (2003), Yu. E.Prokhorova, I. A. Sternina (2006) and others.

The national style of negotiation is a common feature of thinking, perception, behavior, which are typical for most representatives of the country in the process of professional communication in politics and business. Intercultural business communication, in turn, is determined by both social factors and stereotypical behavioral features of the cultures of the participants. A foreign language is used in combination with accumulated cultural knowledge and other tools for interacting with the mentality of native speakers of another language. E. N. Malyuga identifies the following components of business communication: communication participants; relationships between communicants; attitude to intercultural business communication; form of business communication; channels of intercultural business communication; types of communicative activities; tools of intercultural business communication; context; parameters of information content ^[13]. At the same time, in the process of business communication, participants often have to face such phenomena as consensus and conflict. Conflicts arise for psychological, economic, political, value, religious reasons, as well as due to the discrepancy of opinions, interests, goals, and with the help of consensus it is possible to level the conflict and come to an agreement.

First of all, it should be noted that business communication in Spain depends on the region and province: in the south, people are more open in expressing feelings and less formal, residents of Madrid call the people of Catalonia "Germans of Spain", hardworking, unfriendly, thrifty, without a sense of humor. Catalans consider Madrid residents to be idlers, arrogant and bureaucratic. Regionalism is also manifested in the use of different languages: Castilian, Basque, Galician and Catalan ^[3]. Galicians are often called mysterious and suspicious because they have a specific habit of answering a question with a question or asking again. Among the 17 autonomous regions (Comunidades Aut?nomas), there are regions expressing a desire to secede: Catalonia, the Basque Country, Galicia. The idea of the separatists is that after the separation and formation of a sovereign state, the level of economic well-being will rise sharply.

In many ways, it is the national character that influences the verbal and nonverbal behavior of the negotiators. Spain is a country with a unique geographical location, climate, rich history, culture, language, which influenced the formation of the national character. Spaniards are temperamental, sincere people who do not accept coldness in business communication. The speech of Spaniards is verbose, eloquent and expressive, they like to discuss, concentrate on details, meet new people, meet friends, so it's OK for a Spaniard to schedule a lot of meetings during the day.  

G. Hofstede designates some features of the business life of Spaniards, including the adoption of hierarchical order, autocracy, the tendency of managers to consult with the repaired, the participation of all minorities in politics, the search for a quick result, life today. They treat work not only as a source of money, but also as a responsible and necessary part of life. Spaniards are characterized by changeability, selfishness, love of freedom, authoritarianism, adventurism, laziness in work, disorganization and moderate unpredictability, combined with intolerance to criticism and a passion for moralizing. In Spanish, there is a figurative expression "tie hands and feet" (atar de pies y manos), which is considered the only way to convince a Spaniard firmly standing in his position. The business and political culture of the Iberian Peninsula is characterized by a focus on close relationships, expressiveness, formality, polychrony. Recently, a new model of negotiation has appeared, "the sky is taken not by consensus, but by storm," which involves denying interlocutors, belittling their merits and sticking out their qualities, which are presented as ideal.

Unpunctuality is singled out by all researchers as a common feature of Spaniards. The word "manyana", with which they like to respond to any request, can mean "tomorrow", "sometime tomorrow", "the day after tomorrow", "next week", "next week", "next month", "next year", "later", "never." A person entering into negotiations with Spanish partners should be armed with patience and knowledge of the local way of life. Business meetings usually start 10-15 minutes later than the scheduled time. Spanish business partners are likely to be late for their own appointments, most of them like to have long-winded conversations, which can lead to non-compliance with the rules of negotiations. It is not customary for Spaniards to solve business issues and discuss them over the phone during lunch, unless it is a business lunch. It is also impossible to live in Spain without obtaining various kinds of permits, which indicates a thriving bureaucracy: a residence permit in the country, a permit to open a business, to drive a car, to build a house, to park or to a funeral with relative comfort. At the same time, you have to stand in long queues and track down the working hours of the necessary institutions, which can be helped by highly paid employees or "hestores" who will go through all the bureaucratic procedures.

Family, children and home are very important for a Spaniard and stand in the value system above material goods. A man traditionally appears strong and courageous next to a feminine and patient woman, but the post-Franco generation is already advocating full equality of women and men, which has led to significant changes in society. Although machismo has been preserved in Spain, women are increasingly gaining positions in politics, business and other business spheres, so it is permissible for a business woman to invite a Spanish businessman to lunch. It is noteworthy that Spain has become the sixth country in the world with the highest proportion of women in the cabinet. In the 2020 government, all four posts of deputy chairmen are occupied by women for the first time in the country's history, and Prime Minister Pedro Sanchez calls his government purely feminist and fighting for gender equality.

Another important feature of Spanish society is the polarization of political views resulting from the Civil War and the dictatorship of General Francisco Franco. This phenomenon is well illustrated by the two-party system familiar to democratic Spain, which has undergone serious changes only in recent years. In the period from 1982 to 2018, the Conservative People's Party and the Socialist PSOE ruled in Spain, replacing each other in power. It should be noted that the topic of the civil war, the Franco dictatorship, corruption scandals in the royal family, discussion of political leaders or political views remain taboo topics for conversation, along with criticism of national values ^[11]. It is better not to talk about politics with Spanish partners.

In general, the nature of the negotiation process in politics does not differ much from the pan-European one. The influence of the European Union is strongly felt, which, on the one hand, restricts Spain, but on the other hand, strengthens it. As a member of the EU, Spain follows the European Common Policy, for example, with regard to Crimea and sanctions against Russia. At the same time, several attempts have been made recently to strengthen bilateral relations: 2011 was declared the year of Spain in Russia and Russia in Spain, Spain was also invited to the St. Petersburg Economic Forum; the Cross Year of Tourism of Russia and Spain in 2016-2017; as part of the Year of Tourism in Madrid in September 2016, an international festival was held for the first time Russian culture FEELRUSSIA. Within the framework of political relations, Spain and Russia are interested in strengthening security in Europe and the world, and they see terrorism, organized crime, drug trafficking, proliferation of weapons of mass destruction, environmental threats, backwardness, poverty as a threat to international stability. At the same time, interstate, inter-parliamentary ties of both countries are important. Spanish politicians express assertiveness, confidence, and strength in negotiations, but prefer soft power to resolve disputes and conflicts, guided by the principle: less confrontation – more agreement ^[8].

Residents of the Iberian Peninsula try to behave professionally, be attentive to other cultures, and study the culture of a partner. Their approach to negotiations can be called anthropocentric. The ability to maintain a conversation on the topic of culture, art, literature, attractions, national traditions, sports is highly appreciated by business partners. You can start communicating by exchanging impressions about the weather or sports, while you can not finish a conversation on these topics for a long time, since Spaniards welcome verbose conversations. Bullfighting is a public spectacle during which a bullfighter (or matador) teases a bull with a red cloth, "muleta". The image of the bull is perceived as an important symbol of the country, therefore, it is absolutely impossible to condemn bullfighting in any conversation, it can offend the Spanish partners, showing rejection of one of their main national traditions. Along with bullfighting, flamenco is considered one of the highest manifestations of the Spanish cultural heritage.

Because of the constant holidays, the bosses are often not at the workplace, so sometimes important documents are signed at the bar. Pleasure is above all for them in life (disfrutar la vida). Spain is interesting for its customs, traditions and holidays: wine battle, Tomatina, Sanfermines, St. Vlasius Day, Granada Jazz Festival. The main holidays in Spain are Christmas, Easter, Constitution Day, the children's holiday of the Three Kings-Magi ^[7]. Before professional communication, it is recommended to inquire about the dates of regional and local holidays, because they may turn out to be days off in their region or city. Religion and God have always been the main values for Spaniards, and religious holidays, like all others, are celebrated in Spain with wine and dancing.

Spaniards are very vain and sensitive to criticism, often behave like maximalists ("the same Spirit that discovered America and made Europe the master of the five seas"), it can be difficult for them to give in. Reprimands and criticism are heard only from the most senior officials, and in case of mistakes, employees are silently and calmly demoted. To resolve conflicts, they prefer a friendly solution, avoiding litigation as much as possible.

D. Loney identifies groups of competitors, clients or colleagues: "valente" is a bold, determined person who is able to persuade immediately; "intelligente" is boring, but reliable, who will pour statistical data; "bueno" is a smart guy, but, unfortunately, honest; "listo" is extremely cunning ^[11]. Since the desire to avoid responsibility is a common feature of Spaniards, there is an expression "pasar el marr?n", which means "to shift responsibility to another, even knowing that he will not be able to complete this task." It is believed that hipengiophobia, an obsessive fear of responsibility for the consequences of what has been done, is a very common social phenomenon in Spain, which is present in all spheres of work and personal life.

Analyzing the verbal communication of Spaniards in political and business negotiations, it should be noted that appearance, protocol and formalities are important components. Suits of classic style, gray or blue colors, white and light monochrome shirts with long sleeves, classic ties, classic shoes or moccasins are welcome, the color of the shoes and the color of the belt on the trousers must match. From accessories, men are allowed a ring, a watch, cufflinks, pins, a handkerchief, and the appearance of a business woman should be impeccable, things should be harmoniously combined: makeup, manicure, business clothes, shoes, bags, jewelry.

According to business etiquette, when inviting a partner to a restaurant, it is customary to pay the bill for any results of communication. Spaniards do not often invite their business partners to their home, although they prefer private personal contact, this is a show of trust and respect. During a guest visit, it is necessary to arrive 15 minutes later and prepare a small beautifully packaged souvenir for the hostess (a bottle of wine, confectionery, cakes, chocolate, red roses (dahlias and chrysanthemums, symbolizing mourning, as well as the numbers 13, should be avoided) ^[17]. Spaniards love gifts, especially personal and creative ones, for example, albums with views of their native country or locality, they will be happy to receive a souvenir advertising your business.

Spaniards often prefer to stand close to an already familiar interlocutor, tend to publicly demonstrate affection. For confidence in nonverbal communication, it is recommended to know certain Spanish gestures: touching the earlobe is considered an insult; the index finger at the temple is a doubt about the veracity of your words; the raised thumb and little finger are usually of the right hand, and the other three are pressed to the palm, brought to the mouth, denote alcohol; compressed three fingers, brought to the lips and the reproduction of the sound of a kiss is a sign of admiration; the thumb raised up means support for the Basque separatist movement; pulling back the lower eyelid with the index finger conveys a warning to someone to be on guard" ^[7].When talking, they actively gesticulate, but foreign colleagues should not imitate this feature of them.

Describing verbal communication, it should be noted that the strength of the Spanish language, which is spoken by over 600 million people worldwide (according to 2022, it is the second most common native language in the world after Chinese), is also reflected in politics, the negotiation process, and the national idea. The Spanish language has long crossed the borders of Spain proper, being official in 20 countries of the world. It is the most studied and sought-after language after English in Europe, Asia and North America. The area of its distribution is very extensive: Latin America, the USA, dynamically developing countries of the Caribbean. Spanish is also widely used in the activities of many international organizations, including the UN, the European Union and the Organization of American States.

Spaniards in general are attentive to the language, to the conversation and believe that the word has the power of compromise, is worth a lot, and promises must be fulfilled. The expression "dar la palabra" (to give the word) is often used and has real weight and value for a Spaniard.

Documentation in Spain can be compiled in four languages, Castilian, Catalan, Galician and Basque. It is better to determine the language of negotiations in advance, while it will be a great advantage to choose the native language of Spaniards who love their language very much and prefer to negotiate in it despite the fact that English is an international business language. An important point is the exchange of business cards, which must be translated into two languages: English and Spanish.

The correct forms of address in the business environment of Spain: "senor", "senora" or "senorita". The full surname is a combination of the father's first surname and the mother's first surname. In conversation and letters, you should call a Spanish colleague, for example, senor and give the first name.

Among the ways of expressing politeness in Spanish, which can be useful in negotiations, it is necessary to highlight: Addressing "You" "?C?mo est? usted?" (How are you?); verbs in the conditional mood "?Podr?a ayudarme?" (Could you help me?); expressions "por favor" (please) and "gracias" (thank you); the words "perd?n" (sorry) and "disculpe" (sorry when making a request); expressions "encantado" or "es un placer" (very nice), "es honor" (it's an honor). It happens that the simplest discussion can result in a heated argument. In the discussion, Spaniards are ready to oppose any thesis, and the strongest argument sounds like "I'm telling you this!" (?Te lo digo yo!). They will insist on their point of view even if they understand that they are losing the argument.

In the official business environment, curses and slang words that can seriously offend a partner or third parties should be avoided. For example, "mal eduado" (ill-mannered), "imbecile" (blockhead), "tonto" (simpleton, fool).

With the help of certain words, Spanish politicians are trying to win over the masses. Populism is an effective means to achieve goals in the election campaign. The key concepts of the Podemos discourse (ideas fuerza) are to win, we, change, aspiration, participation, dignity, transparency, citizens, people, people, majority, sovereignty. "Clearly verified concepts are included (caste and people, those who are not caste: casta – pueblo, los que no son casta; those at the top and those at the bottom: los de arriba – los de abajo, etc.) and metaphors (to break the enemy – derrotar al enemigo; cats and mice: gatos – ratones, etc.)" ^[10].

Conclusion

The conducted research confirms the fact that recently there has been an increased interest in oral and written intercultural business communication. The scientific novelty of this work consists in identifying and systematizing the common features of Spaniards in conducting political and business negotiations. In addition to openness, straightforwardness and emotionality, it is necessary to identify the following features:

1) Individual approach, maximum closeness of interlocutors. The closer the interlocutors get to know each other, the more personal things they tell about themselves, the more trust is created between the two sides.

2) Preference for private negotiations. Public negotiations are considered a formality, their communication style is no different from the generally accepted one. Spaniards prefer a personal format, private contact, sometimes in an informal setting, and consider this method of communication more effective.

3) Devoting a large amount of time to the beginning of a conversation, the beginning of negotiations, the introduction.

4) Love of visual contact, eye-to-eye, direct and open. In this way, they get to know the interlocutor better and form trust, in many countries this is considered indecent (for example, in the East).

5) Spontaneity in negotiations.

6) Interrupting the interlocutor. By doing this, the Spaniards in no way show their disrespect, but, on the contrary, they show their interest and desire to participate in the discussion.

7) High appreciation of sincerity, respect for a direct dispute, since in this way they understand that the partner is not cheating. This, in turn, forms such an important trust for the Spanish colleague ^[8].

From all of the above, we can conclude that Spaniards definitely prefer verbal communication to non-verbal, try not to focus on audiovisual material and presentations. The Spanish style of negotiation is full of passion, excitement, a sense of humor, spontaneous decisions and fierce disputes. Analysis of the way of life of Spaniards, national values, traditions, holidays, shows that in Spain there are a huge number of events, festivals, and the holiday never ends, which reflects the expressive and creative nature of the Spanish people. Ignorance of the fundamental elements of the Spanish national culture can lead to disagreement in official business relations, so they should be thoroughly studied before negotiations begin.

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